Exam 1 Review - Exam 1 Review Mediation Harold Lasswell...

Exam 1 ReviewMediation- Harold Lasswell - 1948-“Media is the message.” Content, purpose and effects of communication depend on the form of technology used. “Who says that, through what channel, to whom, and with what effect.”-Human and technological facilitator of messagesHuman: conversation, opinion leadersTechnological: cell phones, microphones, the way you take the media in (TV, Radio, newspaper, internet)two-step flow- Katz and Lazarsfeld - 1955- messages travel from mass media to audience “opinion leaders” then the messages travels to the rest of us through personal communication-significance: the information is filtered. Gate keepers decide what will be news. Social position matters. More educated/affluent people are the opinion leaderstechnological determinism- Marshall McLuhan – 1964- need to focus on technology (everything is dependant upon it) Technology is primary- The way you get your message across is what matters; whether on TV, in newspapers, or onlineasynchronous-not live, things happening at different times.-significance:messages can be dispersed through a variety of things, both human and technological and the way the info is mediated can affect how it is received and processedmarketplace of ideas- A scholarly platform where ideas can be exchanged without the threat of being treated competitively for profit-significance:it’s a safe place for new ideas to be expressed and explored The Media Monopoly- more like “oligopoly”- few number of conglomerates own most of media-significance:Its hard to get into the business. The barrier of entry is really high least common denominator content- Content that is geared to cover a large demographic- companies with many stations over large area might save money and run one show throughout. Have to make sure not to offend anyone so they make it relevant to all

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-significance:Media is generalized. Saves the company money. zero-effects theory- says that consumers already know that media content isn’t real and is really only a reflection of what is in society, and only has effects over trends and fads.-significance:proves that the media effects consumers magic bullet theory- the media has the ability to produce immediate affects on a person’s personality or attitude-significance:proves that the media affects peopleagenda-setting theory-doesn’t tell consumers what to think, but it tells them what to think about-significance:is critical to political electionsaudience segmentation-dividing the audience into subgroups of age, gender, class, race, or education-significance:enables advertisers to market specific groups for advertising and allows them to correlate data dependent upon specific variable to effects of the mediapsychographics-The use of demographics to study and measure attitudes, values, lifestyles, and opinions as for marketing-a way of audience segmentation that splits people up according to psychological traits like beliefs and morals-significance:used as a method of audience segmentation to appeal to a specific

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